'CNN Heroes' Draws Cause-Marketing Crowd
For Thanksgiving, CNN is offering up an appetizer of celebrities such as Halle Berry, Demi Moore and Bon Jovi, with entrees of real-life heroes, including the Chilean miners, for a healthy serving of cause marketing. "CNN Heroes," running at 8 p.m. (ET) Thursday, is marking its fourth year as a sold-out telecast in the ad community, welcoming returning sponsors Procter & Gamble Co.'s Tide, Johnson & Johnson, Subaru of America and Humana health insurance as well as new sponsor Genworth Financial.
" 'CNN Heroes' is about a movement?a place where inspiring stories and people come to life?and advertisers have seen it as a destination for their marketing platforms on-air, online and on-site since its launch," Mr. D'Alba says.
Sponsors will be featured throughout the program on customized billboards and will promote their association with "Heroes" through tagged tune-in ads on CNN, HLN and CNN Airport Network. Subaru has signed up as a sponsor of "CNN Heroes"-specific online and mobile coverage, while other sponsors have bought co-branded banners, display ads and video prerolls on "Heroes" web pages, features and videos.
Mike Rosen, president-activation at Publicis Groupe's Starcom Worldwide (which does not have any clients participating as lead sponsors of "CNN Heroes" this year), says "Heroes" has become a destination for certain advertisers because of its unique editorial focus.
"When it comes to journalism, I think they see their role as not only being the traditional watchdog but also as a place to celebrate the human achievement part of being a journalist in society," he says. "It's good for marketers to get involved in the conversation to empower people to be able to support causes and do something about them."